Characteristics of McDonaldization
Predictability/Uniformity
Control by the substitution of non-human technologies for human beings-automation
Notes:
In the book Ritzer notes that in modern societies with rationality all aspects of
society become subject to calculation, measurement, control. But rational systems,
as Weber said, spawn irrationality - for example, the customer does the work in a
"service" industry.
Ritzer identified four important characteristics of McDonalidization:
1. Efficiency- rationalized systems seek the best way, often the one and only best way in
which to operate. The fastest, one best way for whom? We have a choice that is No choice
because we are forced to accept definitions best for the organization, not our individuality.
2. Predictability- Always, always the same- this homogenizes both culture and human experiences.
3. Calculability- Measure, count- Supersize it- more is better- extra value double
cheeseburger meal=more fat. Billions sold. All of these imply that bigger is better
and everything in a rationalized system must be subject to measurement.
4. Control- Everything is counted and measured by machines, not people.Ritzer's focus here
involves control through the substitution of nonhuman for human technology. By making tasks
repetitive and forcing employees not to think, employers can maintain a tighter control
over them. Inefficiency arises from human error and if machines can do it better, then the
humans in the organization are best if tightly scripted and controlled.